Premiere Show Group Launches IN FOCUS Campaign

The 2027 beauty show tour features four distinct regional themes designed to support professional development.

Updated on Oct. 28, 2026 in Beauty

Bold vector editorial illustration showing a pair of hair styling shears held by hands, symbolizing focus in the beauty profession. — Premiere Show Group has introduced its IN FOCUS campaign for 2027, pairing specific professional growth themes with the organization's four regional beauty events. AI Illustration. Upload story photo >

Live Poll

Do you plan to invest time in professional development to advance your beauty career this year?

Premiere Show Group has unveiled its IN FOCUS campaign for the 2027 show tour, highlighting individual growth for beauty professionals. Developed with Ashlee Norman Hair and Team, the campaign uses visual contrasts between focus and blur to define its messaging.

Why it matters

The campaign aims to encourage beauty professionals to invest in their own development by aligning specific growth themes with regional event locations. By giving each show a unique identity, organizers hope to provide a more tailored educational experience for attendees.

The 2027 tour includes 4 regional shows, each paired with a unique color identity and theme. Ashlee Norman, who brings over 20 years of professional experience to the project, led the execution of the final campaign imagery.

The players

Premiere Show Group

This organization produces trade shows for beauty professionals to showcase new industry products and techniques.

Ashlee Norman

She is a beauty industry professional with over two decades of experience who collaborated on the campaign.

The details

Premiere Anaheim features the theme Your Future, In Focus with Anaheim Teal, while Premiere Orlando centers on Your Passion, In Focus and Orlando Red. Premiere San Antonio focuses on Your Artistry, In Focus and San Antonio Orange, and Premiere Columbus highlights Your Career, In Focus and Columbus Blue.

The Premiere Show Tour will take place in 2027.

Culture Shift

The IN FOCUS campaign represents a shift toward more personalized educational narratives in the professional beauty industry. By using distinct color identities, the tour moves away from generic event branding to foster deeper audience engagement through targeted developmental themes.

Beauty professionals can anticipate more targeted regional programming that aligns with their specific career development interests. These thematic shifts will dictate the visual and educational focus for attendees at shows in Anaheim, Orlando, San Antonio, and Columbus.

The takeaway

Focusing on personal development is a key strategy for maintaining a long-term career in the fast-paced beauty industry. Professionals should use the 2027 regional themes to identify which events best align with their current business or artistic growth goals.